Copywriter reveals secrets of spectacularly successful promotional technique.
The article, "A Powerful Subscription Marketing Tool: Repurposing Editorial Content Into Promotional Copy," appears in the current issue of Subscription Marketing newsletter. It may be the first definitive account of this technique.
Hauptman explains why "editorially driven marketing" pulls so well for so many publishers, both consumer and b-to-b. He outlines the principles that make it work (some less than obvious) and cites numerous examples of its successful use in direct mail and on the Internet, including traditional envelope-letter packages, magalogs, sample issues, and e-mail campaigns. These case studies include results, and several are illustrated.
In the spirit of editorial recycling, here is an excerpt from the article:
People are overwhelmed by advertising. To combat the clutter, they erect defenses and become resistant to promises and sales hype. But genuinely valuable information can penetrate those barriers. It seizes attention, arouses interest, and stimulates curiosity. It gets your foot in the door--and that's a giant first step toward the sale. [The use of editorial material in sales copy also] increases the perceived value of your promotion. You're offering not just promises, but truly helpful information--whether or not the prospect buys. Thus, the package or e-mail message is less likely to be regarded as junk mail or spam and suffer the fate of being unopened, discarded, or deleted. And in contrast to a premium--for which the prospect must wait--the gratification is instant.
The issue is available free, courtesy of Vince Dema, publisher of Subscription Marketing. Just send Vince a message with your name and postal address, and the word "Repurposing" in the subject line.
Dema, Subscription Marketing, 305 Madison Ave., Ste. 1166, New York, NY 10165, 212-679-1881, firstname.lastname@example.org
Hauptman, Don Hauptman Inc., 61 West 62 St., New York, NY 10023, 212-246-8229, email@example.com
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|Publication:||The Newsletter on Newsletters|
|Date:||Feb 28, 2005|
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